Market size and growth (Econsultancy Email Marketing Platforms Buyers Guide)

• The UK market for email marketing platforms and services was worth £254m in 2008 and is predicted to grow by an estimated 15% to a value of £292m by the end of 2009.

Open and click rates (Epsilon)

• Epsilon stats from Q2 of 2009 found that 14 out of 16 industries
  experienced an increase of 18% or more in email open rates compares with Q2 2008, while click rates
  remained at 5.9%.
• Financial service companies’ emails were most likely to be opened, with an average open rate of 35.6%
  in Q2 2009, compared with 28.4% the previous year. Retail email, by comparison, had an average open rate of just 13.4%.

Smartphones and email usage (ExactTarget)

• Smartphones with internet access have had the effect of increasing email activity amongst users.  43% of Blackberry and 41% of iPhone owners say that they have used email more often over the last six months, compared with 26% of non-smartphone users.
• Two-thirds of smartphone owners say they use email on their phone, a 5% increase over the last six months.

Social networks and email usage (ExactTarget)

• A recent ExactTarget study suggests that social networks have contributed to increased email usage:

• Email is used more regularly than social networking for personal communication. 79% of respondents use email as their primary mode of communication, only 10% use social networks. (Epsilon)

Deliverability

• Two fifths of Europe’s email marketers don’t know if their email messages are being successfully delivered. (Return Path)
• Only 18% of companies know what percentage of their email budget is lost through non-delivery. Company respondents said that 10% of email is lost through non-delivery on average, though agencies estimate this to be even higher at 14%. (Econsultancy Email Marketing Industry Census)
• Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US. (Return Path)

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